Case Study:Edward Jones - Edward Jones Match Application

Stack: Figma | React

The hero section of the Edward Jones Match home page. — Landing page for the "Edward Jones Match" application.

At a Glance:

Driving Client Acquisition and Assets Under Care by Designing Consumer Matchmaking Quiz Flow and Prototyping Lead Generation Application in React.

Increased Assets Under Care by $1B+

Increased New Client Relationships by 9,000+

The Opportunity Space

For several years, investors looking to research Edward Jones Financial Advisors could only search by location, or by an advisor's name, leading to a potentially tedious and time-consuming process of visiting several advisor profile pages to narrow their list of options to pursue. In 2018-2019, champions in the Edward Jones Marketing department spearheaded a project to create a financial advisor matchmaking experience, wherein investors could provide information on their current fincancial situations, goals and advisor relationship preferences and have someone else do the work of narrowing their list of potential advisor matches.

Creating the Original Digital Referral Form

Working with a designer and our back-end Content Management System team, I built the jQuery front-end of the original experience which launched on edwardjones.com. Submissions from this experience went directly to a small in-house "concierge" team that manually parsed the results and communicated narrowed lists of ideal advsiors to the investors who had submitted forms, and was successful enough in generating new clients and assets under care for the firm that we were greenlit to scale the project as a stand-alone application.

The original Edward Jones Match digital referral form on edwardjones.com. — The original digital advisor referral form on edwardjones.com, which would become Edward Jones Match.

Designing and Prototyping the New Edward Jones Match Quiz

Prior to onboarding our design and implementation partner, WillowTree Apps, I worked with Marketing stakeholders to iterate on the investor experience and produced a React-based functional prototype demonstrating an updated quiz flow, designed to serve as the eventual handoff artifact.

Screens from the Edward Jones Match React prototype. — Screens from the Edward Jones Match low fidelity React prototype.

Launching Edward Jones Match with WillowTree

After finalizing the prototype, I collaborated with WillowTree designers and engineers to transition the design into high-fidelity Figma files and worked to ensure adherence to Edward Jones Brand standards and the AXIOM design system throughout development, as we partnered to launch Edward Jones Match.

Screens from the production release of the Edward Jones Match application.

Driving Impact

To date, Edward Jones Match has directly led to the creation of over 9,000 new Edward Jones client relationships, bringing over $1B in assets under care into the firm.

Visit the live site: Edward Jones Match